Casio to work with Discovery

Casio has a new sponsorship deal with Discovery Networks UK and Ireland for Edifice, its popular premium timepiece brand, for the next three months.

The sponsorship covers all motoring programmes across Discovery Networks TV channels, including the Discovery Channel, Discovery Turbo, Discovery Shed and DMAX, and runs from October to December 2013. The deal will also connect Casio with various popular programmes, such as Wheeler Dealers, Fifth Gear, Secrets of Formula 1 and Be a Grand Prix Driver.

The Edifice brand will be advertised using footage featuring its sponsorship of the Infiniti Red Bull Racing Formula One team. Along with on air advertising, Edifice will also host a Formula One photo gallery and a competition to win limited edition Infiniti RedBull Racing watches on the Discovery Channel’s UK website.

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Tim Gould, marketing director for Casio, stated in a press release: “This sponsorship forms part of our largest ever advertising campaign for Edifice in the UK. It follows strong sales for Edifice in the UK, which has grown consistently by more than 50% year on year over the past four years. Edifice is a brand that appeals to ABC1 men who enjoy both Formula 1 and motoring in general, so this sponsorship opportunity was the natural fit. We are expecting extremely strong sales in the run up to Christmas as a result of this huge investment”.

Martin Heaton Cooper, VP Commercial Development UK, Ireland & IAS EMEA, Discovery Networks added: “The sponsorship of motoring on Discovery Networks in the UK and Ireland by Casio Edifice taps into our viewer’s love of life, thirst for adventure and passion for cars. The sponsorship idents created by Discovery’s Central Creative Agency use special action footage from F1 to put the Edifice watch brand at the heart of the action.”

Edifice timepieces are sold in Goldsmiths, Fraser Hart, John Lewis, H Samuel and quality independent jewellers throughout the UK. Casio also recently announced a partnership with ITV2s The Only Way is Essex to promote its women’s watch brand Sheen.